1

Reach your customers through network

2

Agenda

Google Marketing Concepts

Search Targeting

Contextual Targeting

ROI and Performance Tracking

Summary

Next Steps

3

Search Targeting

Cost Per ClickText only

Google Advertising Concepts

Maximum Return on Investment

=

Content Targeting

Text/Image/Videos

Site Targeting

Cost Per 1000 Impression

Image / Text Ads

4

Search Marketing

Target clients when they are searching for you.

Search Targeting

Cost Per ClickText only

Use Search• Serve ads targeted specifically around a

chosen set of keywords e.g. “Hotels in Bangalore”

• ROI based advertising - Pay only for clicks• Ranks ads based on a combination of both

relevance and bid price• Ads displayed on the Google page as

sponsored links next to natural search results

5

5

User types in a search query on Google Search

The text ad is displayed on Google search results page under “Sponsored Links”

User clicks on the ad and is brought to the relevant landing page

Search is “Pull” Advertising…..

Evolving an Online Sales Strategy

6

Contextual Targeting

Target clients when they research services you offer.

ContentContextual Targeting

Use Google’s Content Network

• Reach 30,000 sites

• Ads shown only on relevant websites

• 67% Reach of Internet Users

• Single buy in – reaching the 30k sites is as easy as checking a box!

• Delivered in a number of formats – text, image and video

Google content prepared for Johnson & Johnson India

7

Reach your Target Audiences as they Read Online

Keyword Targeting

1. Keyword-targeted campaigns which run as content relevant

to your offerings is published online

1. Keyword-targeted campaigns which run as content relevant

to your offerings is published online

CPC bidding Text or Animated Image ads Targets to content on web pages Block Unwanted Sites

Your Ads

8

Serve ads on 3rd Party sites with the Google Content Network

Source: Custom Analysis by comScore Network, October 2007

So how does it work?.......

9

How does it work ?

Page Analysis

Scan the page1

Flats, buy properties, real estate in India

Keywords

Real Estate

Concepts

Real Estate

Categories

Analyze the page2

Machine learning technology turns keywords into targetable conceptsand categories

10

Track the ROI

• Bid for and Pay For Visitor / “Click” appropriately

• Hence, every lead is cost-effective!

Managing your Internet Campaign

11

Summary: What does this mean for my business?

Leverage the power of network

• Search Network

• Content Network

Increase ROI and profitability

• Ease of use

Build brand equity

Millions searches happen every dayyour target audience is looking for you

Reaching customers all around the world is as easy as checking a box!

Serve your message directly on 1000s of Websites Portals and blogs.

• Control the user experienceTake users directly to the relevant section on your website

• Improve awarenessCost effective branding solution to raise the overall profile of your organization.

Promote Multiples Services.

• Targeted advertisingPromote your services and products whenCustomers are looking for your services.

• Improve ad placementsUse search and content network to increase visibilityand help drive clicks to your sites.

• Target users abroadGeo-target users – Target users abroad, convert on Your website.

Why not you as well??...

Google Advertising has worked for them!

Getting Started - Next Steps!

13

• Confirmation of your accounto Acceptance of terms and conditions and funding

your account

 • Planning your account    

o Determining the precise objectives of your campaign

 • Building your campaign

o Generating keyword lists, Adtexts, campaign structure

 • Activation of your campaign

o Going live online

 • Evaluating the results

o Use the tools available to track the results

14

Thank you

It’s All About Results